$181 million opportunity in Vietnam is becoming a frontier for U.S. poultry 

By Shelby Watson 

In previous coverage of the World Food Championships (WFC) at the Indiana State Fairgrounds, we watched elite Vietnamese chefs transform Indiana-grown poultry into world-class cuisine. 

While that event celebrated culinary skill, it also served as a “proof of concept” for one of the most successful trade expansions in U.S. poultry history, fueled by a strategic partnership with the Indiana Soybean Alliance (ISA). 

This visiting delegation did not just come for a trophy; they came to witness the origin of a supply chain that has seen Vietnam skyrocket from importing nearly zero U.S. poultry five years ago to becoming our seventh-largest global market today. 

The ISA and the USA Poultry and Egg Export Council (USAPEEC) are investing heavily in Vietnam because it has transitioned into a burgeoning economic powerhouse. 

• Rapid growth: Vietnam’s Gross Domestic Product grew by 7.09 percent in 2024, with 2025 projections reaching 8 percent. 

• Middle-class boom: The Vietnamese middle class is projected to jump from 17 percent of the population to 26 percent by the end of 2026. 

• Rising purchasing power: This young, urban demographic is shifting toward “Western-style” lean proteins — specifically chicken and duck. 

Poultry paradox: Why Indiana wins 

While Vietnam has a robust domestic poultry industry, it faces a major hurdle: the cost of feed. Approximately 65 percent of Vietnam’s feed raw materials are imported. 

This is where Indiana enters the frame. Soybean meal is the primary protein source for poultry feed. Whether a Vietnamese consumer buys a locally raised bird fed on Indiana soy or a U.S. chicken leg quarter grown in the Midwest, the “Hoosier bean” is the foundation of that meal. 

In 2024, U.S. poultry exports to Vietnam reached $181 million. By the first half of 2025, imports of U.S. chicken surged by another 37.6 percent in volume. 

Vietnamese consumers choose U.S. poultry 

During the WFC, influencers like Chon Hoa “Crystal” Nguyen and Chef Doan Van Tuan highlighted a critical shift in consumer psychology. In Vietnam, U.S. imports are regarded as safe and consistent. 

Consumers found many reasons to prefer U.S. poultry and soy products. 

• Safety and traceability: Following regional disease outbreaks in local livestock, consumers have become hyper-focused on the rigorous USDA standards and transparency of Indiana farms. 

• Health trends: Younger consumers are seeking “clean,” sustainable protein sources, which aligns with Indiana’s focus on high-quality soy-fed poultry. 

• Digital influence: With 80 percent internet penetration, Vietnam’s food scene is driven by social media. Influencers who toured Indiana farms shared stories of our machinery and sustainability with millions of viewers, bridging the gap between an Indiana field and a Saigon dinner plate. 

The ISA and USAPEEC strategy is clear. By targeting high-end influencers and executive chefs through programs like the Best Poultry Challenge, they are establishing U.S. poultry as the aspirational standard for the average consumer.